Spreading a message that dominated the opening day of this year's Western Conservative Summit, Wisconsin Gov. Scott Walker called Friday night for more optimism and broader outreach.

Walker, a Republican who garnered national attention during his state's fight over collective bargaining and his successful defeat of a recall effort, headlined the summit's first evening.

Walker said conservatives must do three things to produce an effective message: be optimistic, use relevant terms and go to where the voters are, instead of waiting for the people to come to them.

"The more they hear our message, the more it becomes their message," Walker said.

That message, Walker said, is one of self-reliance and reform from the state level.

Mayor Mia Love of Saratoga Springs, Utah, followed Walker and echoed his sentiment.

"I've often said, 'It's us, the people on the ground level, that are going to raise this nation — not Washington,' " she said.

Citing lessons from her childhood, Love said people need to learn to be independent from the government and work at a grassroots level to bring about change.

"We need to have the courage to tell people our stories, all of its downfalls and all of its successes," Love said. "Because I can tell you right now, the liberals are out there and they're telling their message."

More than 1,700 people filled the downtown Denver Hyatt Regency's 30,000-square-foot conference room.

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About 2,000 people are expected to attend the summit throughout the weekend, according to event organizers.

The Centennial Institute and Colorado Christian University are hosting this year's summit, the fourth of its kind.

Former U.S. Sen. Bill Armstrong, president of Colorado Christian University, opened the summit by paraphrasing Fox News host Bill O'Reilly.

"Let me just say: Caution, you are about to enter the low-tax zone. You are about to enter the smaller-government zone. You are about to enter the repeal-Obamacare zone. You are about to enter the human-freedom zone," Armstrong said.

Centennial Institute director John Andrews said that while the summit will mostly attract far-right conservatives, part of the event's purpose is to bring more people into the conservative fold.

"I think the Republican Party has the right vision and the right message. It needs to sharpen that message and deliver it to a more inclusive audience of Americans," Andrews said in an earlier interview.

Andrews said the GOP needs to work on attracting a more diverse base of voters, such as those who are younger.

The three-day conference includes numerous workshops meant to train people in how to effectively deliver a conservative message.

Texas U.S. Sen. Ted Cruz is slated to speak midday Saturday, followed by former Arkansas Gov. Mike Huckabee and conservative columnist Jonah Goldberg in the evening.